Research On The Strategic Development Of Regional Business Of SINA Guangdong

Internet new media,also known as online media.It is a kind of digital communication medium which uses the Internet as a platform for information dissemination and computers and cell phones as terminals to disseminate information through various forms of content presentation such as text,sound,images and videos.It is the "fourth media" born under the development of information technology and is a cultural product of the economic prosperity of the times.Compared with traditional media,it has the advantages of digitalization,globalization,diversity,infinity,storability,easy reproduction and search,etc.It embodies plurality,freedom and individuality in the process of transmission and reception,and shows the emerging characteristics of rapid and interactive communication.Under the environment of traditional media and new media intermingle,regional media represented by traditional media are undergoing profound changes,and three models have been formed in China's online news media system,namely,the transformation of traditional media network model represented by traditional media "People's Daily";the transformation of local traditional media represented by "Shanghai Oriental Network";and the transformation of traditional media represented by "Sina".The transformation of traditional media represented by the traditional media "People's Daily";the local traditional media represented by "Shanghai Oriental";and the comprehensive commercial website represented by "Sina.com".The birth of these new Internet media will further promote the development process of the Internet for all.The development of new media is the general trend,but how to implement the regional development of new media has become a research topic of many experts and scholars..The paper finds that the emergence of new marketing methods will change the business model of enterprises through the study of the development of new media industry in China.Through the study of the relationship between the Internet and regional economy,it is found that the regionalization of the Internet will drive the regional economy to achieve progressive development.Guangdong Sina Network Technology Co.,Ltd,as a representative of the first to initiate the regionalization of Internet media,has faced opportunities and challenges in its many years of operation.Based on the research of strategic management theory and the current situation of the Internet industry,this paper takes Guangdong Sina Network Technology Co.,Ltd.as the research object and proposes corresponding countermeasures and safeguards to ensure the company maintains sustainable and sound development through in-depth analysis of the problems in the company's regional business operation.In the stage of strategic analysis,the external macro environment of Guangdong Sina Network Technology Co.,Ltd.was studied by using the PEST analysis model in four aspects: political,economic,social and technological,to identify the key factors that are conducive to the company's regional business development.We then established a SWOT strategy matrix,analyzed the combination of expansion strategy,diversification strategy,turnaround strategy and defense strategy,and finally concluded that the company should adopt a combination of diversification strategy(ST)and turnaround strategy(WO)for regional business development.At the stage of strategic goal formulation and selection,short-,medium-and long-term development plans were established according to the company's development needs,and the strategic goals of enriching regional business development patterns and increasing business coverage were proposed.According to this goal,under the guidance of diversification and turnaround strategies,it was proposed that the differences between competing media should be correctly understood,the existing advantages of the platform should be brought into play,the market competitiveness should be improved through platform product optimization,the development of regional business should be promoted in terms of strengthening the management of business teams and regional empowerment of professional teams,and the regional market development strategy should be improved to increase the market share of Guangdong Sina Network Technology Co.market share in the lower regions.In the implementation phase of the strategy,specific implementation measures and guarantees are proposed,including strengthening human resources construction and improving the performance assessment system;strengthening corporate culture construction to help the effective implementation of the strategy;and strengthening financial security measures to ensure the steady development of the company.